TORONTO – The Mix is no more as Virgin Radio 999 will replace long-standing station brand The Mix 99.9 as of 4 p.m. today.
At a press conference, Astral Media today announced the launch of the first North American commercial FM radio station under license with Sir Richard Branson’s Virgin Radio International.
“Energetic, innovative and irreverent will be the trademark of Virgin Radio, as it focuses on delivering a very ‘Virgin’ kind of listening experience,” says the press release.
Virgin Radio will focus on the hit adult contemporary format and is “promising to shake up the industry by bringing a new sound that’s more than just music to your ears,” adds the statement.
Two new shows start today. From 4 to 6 p.m., Monday to Friday, Chris Biggs and Taylor Kaye will be the new afternoon drive show, called “The Rush”. Then from 7 to 10 p.m., Monday to Friday, Ryan Seacrest’s syndicated show which contains entertainment news, celebrity gossip, hit music and light-hearted commentary will air.
“Astral Media’s continuous commitment to offering quality and innovative radio to listeners and advertisers alike is once again exemplified with today’s announcement,” said Jacques Parisien, group president, Astral Media Radio and Astral Media Outdoor, in the release.
“With Virgin Radio we hope to create a totally fresh sound with a brand that appeals strongly to our current audience and helps us reach out to new listeners. Partnering with Virgin Radio International brings us many opportunities to leverage the global and local power of the Virgin brand and gives us a clear mandate to build the best radio Toronto has ever heard.”
“I am thrilled to be partnering with Astral Media and launching Virgin Radio 999 FM, so we can serve up a fantastic new format to Torontonians that’s bound to be the bright spot of your morning, noon and night,” added Branson, chairman of the Virgin Group. “Virgin Radio International is experiencing phenomenal growth around the world and recently we have expanded to Italy, France, Dubai and India. We are thrilled to add Canada to the list.”
Musically speaking, as you would expect from Virgin, Virgin Radio 999 FM will be the number one destination for the chart toppers both locally and internationally. Toronto hosts like Mad Dog and Billie will continue as part of the programming line-up, as well.
Virgin Radio 999 FM will also launch a Toronto advertising blitz to help get the message out. The station’s tagline ‘It’s On’ sums up exactly the kind of attitude you can expect from Virgin Radio 999 FM. Major consumer promotions will also be rolling out in the coming weeks to bring some new flavour to an often dull space.
“With Astral Media’s strength and expertise, and Virgin’s international and customer focused experience, we believe we have built a station that listeners have been waiting for,” added Ian Grace, president of Virgin Radio International.
